Social Media in B2B Marketing

Question: Discuss about the use of social media in B2B marketing and branding? Answer: 1. Out of the five considerable points mentioned by Duke Stump, the company culture resonated with me the most. Duke Stumps statement, it begins inside represents the value of a strong and effective organizational culture in creating a strong brand. The organizational culture in the workplace defines the way in which the employees of the organization behave and react to various situations (Kotler, 2012). The creation and maintenance of an effective and strong organizational culture is based on the initial action of not keeping strict hierarchical order in the workplace and allowing the business model to be built on feelings, moral and value. Such value-based business model in the workplace of the organization allows the management to maintain an effective organizational culture and hence allows the workplace environment to be the most suitable for higher performance of the employees. Hence the presence of a strong organizational culture in the workplace of the organization allows the presence and maintenance of loyal, satisfied and motivated employees (Melewar, 2014). The suitable workplace allows the employees to have high performance and in turn allows the organization to achieve its goals, vision and objectives. The presence of effective organizational culture also allows the management of the organization to keep the employees to believe in the goals and vision of the organization (Davis, 2013). This in turn allows higher team synergy and team dynamics, leading to overall high performance of the entire organization. This in turn allows the creation of an effective brand image in the corresponding market of operation (Brennan, 2012). 2. The concept of value chain management is different than that of the supply chain management. The concept of supply chain management focuses on the management and delivery of the physical products and materials, whereas the concept of value chain management focuses on increasing the sustainability of the products and the competitive advantages. As mentioned by Andrew Fearne in the video, the concept of value chain management focuses on extending the line of sight to increase the sustainability of both the products and the competitive advantages of the organization (Kotler, 2012). Some of the effects of value chain management on the relationship marketing of the organization with the clients are mentioned below. The concept of value chain management focuses on the satisfaction of the needs and requirements of the customers or the end consumers of the products. This in turn enhances the relationship of the organization with its consumers or customers (Maon, 2014). The concept of value chain management also allows the information flow to be optimum in the workplace of the organization, which in turn allows the management of the organization to determine the effects of various changes in the needs of the customers on the relationship and the sustainability of the products. The concept of value chain management allows the management of the organization to have effective consumer insights and along with the connection between the customer and supplier relationship management (Hansen, 2014). References Brennan, R., Croft, R. (2012). The use of social media in B2B marketing and branding: An exploratory study. Journal of Customer Behaviour, 11(2), 101-115. Davis, A. (2013). Promotional Cultures: The Rise and Spread of Advertising, Public Relations, Marketing and Branding. Polity. Hansen, E. (2014, June). Forest Products Policy, Global Trade, and Value Chain Management. In 57th SWST International Convention 7th Wood Structure and Properties Conference 6th European Hardwood (p. 70). Kotler, P., Keller, K. (2012). Marketing Management. (14th ed.). Pearson. Maon, F., Sen, M. S., Vanhamme, J., Lindgreen, A. (Eds.). (2013). Sustainable Value Chain Management: A Research Anthology. Gower Publishing, Ltd.. Melewar, T. C., Dennis, C., Kent, A. (2014). Global design, marketing and branding: introduction to the special issue. Journal of Business Research, 67(11), 2241-2242.